Vodafone direct mail case study

Stealing business from your competitors is big and clever, as Vodafone Australia proved with its Pull the Plug mailer urging its customers to give up their landlines. The idea was that the money they saved could go towards upgrading their mobile contract.

To open the mailer, people had to pull apart the image of a phone plug on the outside of the pack – a powerful visual prompt to the message that would greet them inside. Clemenger BBDO’s creative held the reader’s attention by explaining exactly what the A$30 line rental fee could buy in terms of talk time, texts and internet access.

The results were three times better than expected - and in some segments 4.1% - with 450 customers signing up almost immediately.